The Leinster Rugby Story

One of world rugby’s most successful clubs, Leinster Rugby are used to performing at the pinnacle of the game in both the Guinness Pro 12 Championship and the European Rugby Champions Cup. Off the field, the club are world leaders in identifying and developing young talent and the organisation is also at the helm of coaching and kids’ participation in rugby right across the province.

While the sports fan is familiar with Leinster’s success on the field, Atomic Sport was tasked with telling the wider Leinster Rugby story by way of an initial brand development project, long-term strategic planning and ongoing marketing of the club. Ultimately, in partnership with the Commercial team at Leinster Rugby, we were tasked with increasing following, fan engagement and revenue at the club.

Our work with Leinster commenced with quantitative and qualitative research into the current status of the brand. It was important to establish the club’s following and set targets for growing the brand and the following in the coming years. Since then we have carried out a brand development project and have worked with the club to develop and execute long-term and ongoing brand and marketing plans.

“Leinster Rugby have a small, busy marketing and commercial team. Over the last three years, Atomic Sport have helped us build our brand, plan our marketing and apply our resources effectively to grow ticket sales and season ticket sales”

Paul Dermody, Head of Commercial and Marketing, Leinster Rugby

As part of our plans to develop the Leinster brand and grow the clubs reach and revenue, we have focused on a number of key areas – the vital season ticket sales campaign, the marketing of the clubs big games at the 52,000 seater Aviva Stadium and the season long planning to improve the impact and efficiency of the club’s marketing. The success of the work is illustrated in both the quality of the club’s marketing and content and also in the bottom line revenue across season ticket and matchday ticket sales.

If you are responsible for growing the reach and revenue of your club or sports organisation, contact Patrick, Stephen or Trevor to discuss our approach to growing sports businesses.